Recontextualizing Famous Quotes for Brand Slogan Generation

TL;DR

This paper proposes a novel approach to slogan generation by recontextualizing famous quotes, combining interpretability and creativity to produce more engaging and brand-aligned slogans, outperforming existing LLM-based methods.

Contribution

It introduces a modular framework that leverages famous quotes for slogan creation, enhancing diversity, novelty, and emotional impact over current LLM approaches.

Findings

Marginal improvements in diversity and novelty

Enhanced emotional impact and human preference

Effective modular decomposition of slogan generation

Abstract

Slogans are concise and memorable catchphrases that play a crucial role in advertising by conveying brand identity and shaping public perception. However, advertising fatigue reduces the effectiveness of repeated slogans, creating a growing demand for novel, creative, and insightful slogan generation. While recent work leverages large language models (LLMs) for this task, existing approaches often produce stylistically redundant outputs that lack a clear brand persona and appear overtly machine-generated. We argue that effective slogans should balance novelty with familiarity and propose a new paradigm that recontextualizes persona-related famous quotes for slogan generation. Well-known quotes naturally align with slogan-length text, employ rich rhetorical devices, and offer depth and insight, making them a powerful resource for creative generation. Technically, we introduce a modular framework that decomposes slogan generation into interpretable subtasks, including quote matching, structural decomposition, vocabulary replacement, and remix generation. Extensive automatic and human evaluations demonstrate marginal improvements in diversity, novelty, emotional impact, and human preference over three state-of-the-art LLM baselines.